AI.COMM - Avian and Pandemic Influenza Resource Link

The approach applied to AI.COMM was a basic
social marketing approach. Using evidence
gathered from secondary and primary research,
the project team designed a plan that integrated a
variety of strategies – community-based communication,
advocacy, public relations, training and
capacity building, mass media, materials and
message development, segmentation – that would
be results-oriented and targeted to the at risk
audiences. As the program expanded to new
countries and new partners, AI.COMM
developed a new conceptual framework to guide
planning for effective communication specifi cally
for avian and human infl uenza and other emerging
infectious diseases.
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